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Skift Global Forum Preview: Hilton’s Tech Innovations Drive Brand Growth

Danni Santana

Photo Credit: Hilton's hostel-inspired brand, Motto, was launched in October. The hotel group's focus on tech and loyalty improvements has driven the growth of its three latest brands. Hilton

Skift Take

Hilton understands the true conundrum of running a hotel business: Customer preferences will always change faster than the market can react. That is why the company has invested throughout the customer experience, from booking to loyalty partnerships, to keep guests happy.

Like other large hotel groups, Hilton has never shied away from checking as many boxes as it can on its brand portfolio. The company even identified a total of five new hotel brand opportunities that would spur revenue growth back in 2016. These rollouts have occurred slowly over time, and have so far led Hilton to introduce a hostel-inspired brand, new luxury offering, and spaces dedicated to meeting and events in the past year. But at the heart of those additions for Hilton is a focus on improving its technology and loyalty offerings, CEO Chris Nassetta said. Hilton, for example, began advertising new tech-driven meeting rooms to franchisees for business travelers last month. The chain has also invested more in partnerships with brands such as Lyft and Foursquare to b

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